Cox Media Group unveiled a bold new look for its free newspaper sites this month, starting with The Atlanta Journal-Constitution.

Each month, AJC.com receives more than 15.5 million visits, making it the most powerful local digital brand in the Atlanta market and one of the strongest brands in Cox Media Group’s portfolio. The sleek new design helps readers connect with what’s happening in Atlanta right now.

It’s the latest move in Cox Media Group’s digital evolution to meet the needs of readers and advertisers. 

“This is not a simple redesign of an existing Web site; it’s part of a long-term digital strategy that bolsters our entire portfolio,” said Mark Medici, Atlanta Journal-Constitution’s vice president of audience and Cox Media Group’s group lead. “We are presenting stories in a unique way with a focus on what’s making news right now and what Atlantans are talking about. This encompasses visuals and social integration in supporting the ‘Atlanta Now’ user experience.”

But this isn’t all about readers. Much of this overhaul has to do with taking an important digital step for our advertisers. 

“We have re-imagined our existing Web site in a way that incorporates the needs of our advertisers by offering new premium sponsorship and native advertising opportunities,” says Moya Neville, senior vice president of sales for the Atlanta Journal-Constitution. “This helps advertisers build richer and deeper connections with our large Atlanta audience. Early previews from our advertising customers have been extremely positive.” 

New features include:

• A bold visual design that allows readers to quickly navigate the site and easily access other products in the AJC portfolio.
  
  
• An enhanced mobile experience that more closely matches the desktop version.
  
  
• New neighbourhood features that make it easier for readers to find information from close to home and allow advertisers to target specific geographies across Atlanta.
  
  
• New premium sponsorship opportunities throughout the site.
  
  
• Re-imagined advertorial content with topic pages and special sections that enable advertisers to align with specific content and consumer passions.

“In addition to native advertising, agencies and clients have told us that they need to purchase our inventory through programmatic buying,” says BJ Sweeney, director of multi-media sales for the newspaper. “Our strategy is to work with core advertisers the way they want to work with us — whether that’s through the traditional RFP process or the new programmatic opportunities.” 

Topic pages and special sections also enable advertisers to align with specific content and consumer passions.

“We are thrilled that the new site incorporates the needs of our advertisers by offering new premium sponsorship and native advertising opportunities. This helps them build richer and deeper connections with our large Atlanta audience,” Neville says.

The re-designed Web site was developed in partnership with Atlanta-based CSE and underscores CMG’s commitment to innovation by strengthening its trusted newspaper super brands. In addition to the AJC’s site launch, the Austin American-Statesman, The Palm Beach Post, and the Dayton Daily News will launch re-designs in the fourth quarter.

Click here to take a tour of the AJC’s new site and here to see the full marketing campaign.

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